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Speaker:Rachel MeliaOnline Marketing Consultant
Host:Kathryn SmithKAS Marketing*Facebook For Small Businesses
Workshop4/5/11
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Wireless Internet Access*Network Name: ?
Password: ?
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Rachels Background*14 years online marketing experienceMostly at
SF ad agencies on clients including Kodak Mobile (part of Kodak
Gallery), Macromedia, Microsoft, Palm, Tivo, Electronic Arts,
Veronica Mars4 years as marketing consultantWomen In Consulting
Online Marketing DirectorCurrent emphasis on social media marketing
and Facebook marketing
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Agenda*IntroductionsWhy Facebook?Possible objectivesSetting up a
Facebook pagePublishing contentPromoting the pageApplicationsCustom
tabsQ&A
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Introductions*NameBusinessOn Facebook? Personally, business
pageHow did you hear of workshop?Main objective
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Why Facebook?*HUGEMore than 600 million usersApprox. 150 million
US 53% of US50% log in every dayAverage user has 130 friends#2 most
trafficked website in world (Alexa)Google #1Facebook #1 by time on
site31% 18-24, 23% 25-34, 27% 35-54,
11% 55+ (iStrategyLabs)
HIGHLY ENGAGEDAverage users are connected to 80 pages, community
pages, groups, eventsAverage user creates 90 pieces of
content/month
Photo by Don Harrison of UpNorth MemoriesFREE
*Us 2009 population 281 million
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Facebook Is New Start Page & Preferred Way to Receive
Information For Many*
Was - AOL, Yahoo, Google, Email
Now - Facebook
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Objectives You Can Achieve Using Facebook*Facebook can help you
meet these business objectivesCustomer retention and
satisfactionIncreased sales from existing customersGain new
customersBrand awarenessThought leadershipResearch
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Setting Up A Facebook Page*Most should choose Brand, product, or
organizationPick most relevant sub-categoryName CANNOT be
changed
http://www.facebook.com/pages/create.php
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Setting Up A Facebook Page*Add image up to 180x540, choose
thumbnailNote: Info box is gone, so add details to image as a
workaround
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Setting Up A Facebook Page*Fill out Info tab
Edit page -> Manage PermissionsManage permissionsChange to
All PostsMay want to change Default Landing Tab in futureBest
practice to let users create contentGet vanity URL when have 25
Likes http://www.facebook.com/username/
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Setting Up A Facebook Page*Get creative with 5 profile pics
News: About copy now shows up on left side of page
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Publishing Content*Post enough to be top of mind, but dont annoy
(1x/day rule of thumb)How to post:Post status updates, articles,
photos, video via text box on wallPost events via Event tabWhat to
post:Post helpful original and other peoples contentTry to elicit
interaction (for newsfeed and to go viral)
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Publishing Content*Ideas for what to post
Zest posts about yummy foods at the bakeryLucinda posts fitness
tipsMark 1 Aviation posts about first flights, flying
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Publishing Content*Create a content calendar
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Promoting The Page*AnnounceSuggest to Friends (not necessarily
recommended)Dedicated emailMention in newsletterMention on personal
FB page, LI profile, Twitter
http://developers.facebook.com/docs/reference/plugins/like-box
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Promoting The Page*Ongoing PromotionsAdd Facebook button/badge
to your site (istockphoto/stock photo site, Google w/ Creative
Common Rights)Add url/button everywhere email signature, LinkedIn
profile, Twitter, presentations, business cards, signage,
advertising Add Facebook Like Box to blog or siteCreate signage for
stores/officesComment as Page on relevant pagesAdd to page
favorites
PaidFacebook ads or contents
http://developers.facebook.com/docs/reference/plugins/like-box
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Applications*ReviewsBlog (NetworkedBlogs but dont always
recommend automating)Email sign-up (MailChimp, Constant Contact,
others)SlideShareFlickr (Flickr Tab)YouTube (dont love apps,
YouTube Channels, Involver)LinkedIn (my LinkedIn profile)Payvment
E-Commerce
http://www.facebook.com/apps/directory.php
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Custom Tabs*Welcome tabs, About Us, other original
contentDesigner and FBML programmer or DIY tabsite.com
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Key Takeaways*Develop Facebook objectives and a strategy based
on your overall marketing objectivesCompelling content is critical
Give people a reason to consume your content and sharePeople do not
usually search for a page Promotion is necessaryFacebook changes
all the time, so look for new opportunitiesHave fun!
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Q&A*
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Thank you!
For questions or to connect:
Rachel
[email protected]/www.linkedin.com/in/rachelmeliawww.twitter.com/rachelmelia
Kathryn
[email protected]/in/kathrynasmithwww.facebook.com/kasmarketing
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*Us 2009 population 281 million*
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